May 11, 2020 Content Chat Recap: When You Have To Read The Comments: Empathetically Managing Customer Feedback

Marketers try to have faith that their audience will behave properly online, but the hard truth is that not everyone knows how to be a respectful e-community member. Instead of comment sections solely filled with insightful thoughts and genuine collaboration, we often see trolls, blatant self-promotion, unnecessarily heated and inappropriate disagreement, and a lot of spam. So how can marketers and online community managers best handle inappropriate posts from customers and audience members online?

For this #ContentChat we trade tips on how to effectively manage comments from your online community. Read below for the full recap, where we weigh the pros and cons of enabling or disabling comments, discuss whether online community comment guidelines are necessary, and explain how to be respectful when deleting comments on your channels.

Q1: Love them or hate them, everyone has an opinion about enabling comments on their blog or website. Do you allow visitors to leave comments on your blog or website? If so, how do you feel about them? And if not, what was your reason not to enable them?

Our community has taken all three approaches to comments on blogs or websites. One group prefers to keep comments open, noting that this offers a chance for readers to further engage with the content by asking questions or making observations (which can then be used to fuel future content). This approach is also seen as safe to many because their blog audience is not highly active with commenting.

Q1: Sure, I enable comments AND I’m a delightful dictator in that I do not apologize for removing people who are detracting rather than adding to the conversation. #ContentChat

Comments are definitely enabled on our blog because they allow us to continue the conversation we’ve started in the article. Readers might have ideas or questions that could prompt a new article or help us all delve deeper into an important topic. #contentchat

A1) #contentchat We love when people comment on our blogs. It’s just one more way for ideas & opinions to be exchanged. And people like to communicate those ideas in different ways & on different platforms, so we’re open to it. – Diana

Right! I like to think of blog posts as a class discussion, as opposed to a lecture. The comments allow for readers to keep the conversation going, and that is a powerful way to strengthen those relationships. #contentchat

I just started enabling them because I do want interaction. But I understand why people don’t. I like the idea of taking comments on social media and protecting the blog. #ContentChathttps://t.co/iwSRGAa9hI

Yes, I’ll enable them mostly because it doesn’t generally draw comments so it doesn’t really matter, does it? The occasional person will comment on a linkedin post I’ll make. I didn’t manage company or client social media comments though, so that would be different. #ContentChat

A1: I have them enabled on my blog, but I don’t on my portfolio. Fortunately, I don’t get a ton of traffic, yet, so it hasn’t been an issue. It’s definitely a concern, though, when offensive things could show up. #contentchat

A1b: I also find that I don’t get a ton of engagement on the site itself… and I’m noticing that’s the case across the board (unless you’re a rural news site where the comments get absolutely bananas). #ContentChat

The opposite approach⁠—completely disabling comments⁠—is taken by others who feel their comment sections have been spammed by bots or self-promotional marketers. Some company leadership may also prefer comments to be disabled out of fear of negative posts, but these clients may just need to be educated on best practices in handling negative posts (versus completely cutting off all commenting functions).

We actually JUST disabled them on our site – loads of spam and very little quality content. We also found more people were likely to engage on social media than in the comments section. #contentchat

Hi Erika! Just recently, I disabled them 🙁 I was getting a ton of spam, despite having plugins installed! I’m hoping my audience will find me on social or share feedback in other ways, but I know that creates a hurdle. #ContentChat

Q1: Working wt a client in Brazil, & they run to the hills whenever there’s a negative comment! There’s a preference to maintain a positive atmosphere at all times. So end result – comments are disabled. #contentchat

In general, our recommended approach is to enable comments but require them to be approved by a moderator before publishing. This blends considerations from both of the above approaches, allowing users to further engage with your content and providing an area for discussion, but adding a safety net against bots, trolls, or spammers.

A1: I have comments enabled, but I always filter them for moderation first, so I can keep out the more clever completely off-topic promotional posts. I love getting that direct feedback and addition to my content via an on-page comment. #ContentChathttps://t.co/ZIAWm9uJ2C

A1. People can comment on my blog, but the comments need to be approved (by me) first. The only reason behind this is that there are more spammy comments out there than any feedback-based (negative or positive).

And some marketers prefer to drive their audience to social media to collaborate.

A1: My website has a contact form which I leave enabled, but blog posts are protected. The only reason that’s the case is that when I post my writing on social media, I like people to share thoughts there, since that is also where I share and I can direct the convo. #ContentChat

Q2: For those of you who allow comments on your blog or website, do you have a public/published comment policy? If so, we’d love to see them [link it up!] If not, how do you ensure that your community is aware of what comments are and are not allowed?

Whether you publish a comment policy will depend on how engaged your audience is on any given channel. For many of our community members, their websites do not get a volume of comments that merits the need for a published policy.

A2b: I haven’t published community/comment guidelines for any of my personal sites because, as many others have noted, most of the commenting and conversation has increasingly been happening on social—which is a topic we’ll be tackling next… #ContentChat

A2. Don’t have such a policy up. I’d have definitely mused over how to make one and put one up too, but like we discussed the ratio of meaning comments vs spammy comments is so disturbed that I feel I don’t need to bother with a comment policy. #contentchat

However, if your audience is actively commenting on your site you will want a policy. And, in general, policies are better to not need and have than to need and not have (especially if you find yourself needing to delete audience comments, which we discuss best practices for later on). Check out the sample policies below for inspiration on what you can create for your blog or site.

A2: For clients with an active community that comments a ton, I’ve created and published comment guidelines.

“We appreciate your thoughts on this piece! We ask that you keep comments relevant to the topic, friendly, and as kind as possible. Constructive feedback is appreciated, and we welcome your input.” #ContentChat

The client and I discussed that at length. As a commenter, I think that last sentence can really make or break a decision to post, and how. The last thing I want to do is make a neutral comment suddenly hostile by preemptively scolding. #ContentChat

Q3: For social media platforms that allow you to have some control/moderation (like FB pages) do you have a formal comments policy? Is it published or just for internal use to guide admin actions?

As mentioned above, social media channels are more popular for engagement than comment sections on sites and blogs. Given that fact, we recommend having a published social media or community comment policy for your audience to follow.

A3a: It’s really important to have a published social media/community comment policy that is pinned to the top of the forum/linked to from every page/however you can make it front and center. #ContentChat

A3b: When you do have the rules laid out clearly, it makes it less confrontational when an admin has to take down a comment that goes against the rules, or, in extreme cases, has to ban a commenter. #ContentChat

A3c: Further, an inexperienced admin who is an employee brand ambassador, for instance, might be upset about a constructive but negative comment. Published guidelines will keep them from auto-deleting things that have merit. #ContentChat

That’s a very important point – having the comment policy pinned at a place where everyone can see it. This way commentators who are out of line are left with little reason to say they didn’t know there was a comment policy in place. #ContentChat

A3. I don’t have a FB page but from what I’ve noticed: it’s important to have a comments policy up on social because relevant, feedback-based comments are more common there than on sites. Plus, I think there needs to be both an internal + published policy for social. #contentchat

Even if your company does not have guidelines for your external audience, you should have guidelines for internal team members that are managing your community.

A3: It’s an internal guide for now, but we may explore a formal policy if we find the need for it. Most comments are civil and on-topic and there (surprisingly) isn’t much spam. But we’ll adjust and develop one if we find it necessary. #contentchat

A3:Our FB admins know the internal policy: Respond politely, request to take convo to a DM. If offensive, we delete. Tough call what to do when Reviews on FB are poor, esp. b/c of disgruntled cust. Set FB Reviews on or off?

At a minimum, your team should determine what terms or phrases are considered inappropriate.

A3. We have all the REALLY bad words banned. I am looking forward to the day when commenting can be auto filtered based on sentiment. Because most bad words can be used in a positive sense, and we’d be okay with being called those names nicely 😉 #contentchat

A3: No formal policy for most of my clients who use the platform, but we do have certain words flagged. I also keep an eye on social stats. If a particular commenter is consistently stirring things up in a bad way, I message them directly before threatening deletion. #ContentChat

Q4: What are some of the things you most typically include in your comment policy? What kinds of comments do you typically delete?

In addition to explaining the purpose of your community and how members should interact, your policy should discuss what behavior is not allowed and how these posts will be handled. Use examples of both positive and negative types of activity so your audience is clear on how they can effectively engage with the community.

A4. In short, the policy needs to be focused on reminding people to be kind in their feedback while also minding their manners. It’s also best to ask people to refrain from using abusive language. (1/2) #ContentChat

Comments that violate your community’s policy can be deleted, especially if those comments have inappropriate language, attack other users, are blatantly self-promotional, spread misinformation, or break any laws.

A4: I delete comments that are clearly spam, attack or bully specific people, use inappropriate language for this situation, violate someone else’s copyright/confidentiality, or are BS/lies/damn lies. 😉 #ContentChathttps://t.co/Bxj96pbUoN

In some cases, it is appropriate to first reach out to a community member in a private channel to discuss their inappropriate post. This is a chance to explain why the post violated the channel’s policy, address any misconceptions or misunderstandings, and try to maintain the relationship with that audience member.

Do you think the commenter should be notified when comment removed? I’ve commented on things that have struck a nerve or they would prefer others did not see for various reasons, & poster has told me they deleted the comment. Sometimes I wish they hadn’t (told me) #ContentChat

I personally would prefer to be notified and to notify users. Otherwise, you won’t know why, and may step in it with the same folks again in the same way. We can’t learn from our actions if there isn’t communication. #ContentChat

A3b You never know what kind of a day the commenter / poster is having, or how events are affecting them, so it’s not surprising to find people dissing you on even what you thought was a tame, well-intended post. #contentchat

A3.2: when you manage pages or platforms with a large and engaged audience, it becomes difficult to reach out to everyone. That’s why moderating you’re comments and hiding/deleting bad comments shows what is allowed. #ContentChat

Q5: Uh-oh. You’ve deleted a comment that went against your guidelines. And now, the poster of that comment is stirring up a ton of drama on social about it. How do you respond? And how is it different if it’s a long-standing community member versus someone new?

Revisit your community guidelines to ensure that it accurately represents the type of comment you deleted and discusses the course of action for posts of that nature.

A5a: First, go back and make sure it is definitely 100% in alignment with your community guidelines including what you do—or don’t say—in them regarding how breaking the rules will be dealt with. If they don’t say anything about that, now is the time to add it. #ContentChathttps://t.co/kudkYe6CAb

A5c: If the post you deleted violated the rules, but you hadn’t spelled out how that type of content would be handled, own that misstep on your part, and reiterate the rules. If it was something that was mishandled by you/your team, apologize. #ContentChat

Respond once to acknowledge them & lessen their wrath. Be firm but compassionate/empathetic. THEN do not respond again publicly, let it wash out. Delete all corresponding non sensical comments. It may take more work offline to address the poster but be collaborative #ContentChat

A5. Explain why you deleted it. Tell exactly what went against the policy. Preferably offer an explanation b4 someone stirs up a drama on social, particularly, if d comment came from a long-standing member. If u can, send a DM explaining your choice before deleting. #contentchat

A5: This is a really good question. I’d say that this supports the practice of notifying users if their comment is deleted and providing a reason. Especially in the case of a loyal community member, this can help to maintain a rapport and a level of trust. #contentchat

A5. Own up and speak out! You don’t necessarily have to solve a confrontation with another one but explain your reasons/logic for deleting the comment and how it can impact the overall user experience. Stay true to your voice.

In some cases, the poster may be willing to edit their post so that it no longer violates the community guidelines and does not need to be deleted.

If it is a really active community member that you have a relationship with, you can even reach out and let them know BEFORE you delete it, to give them a chance to modify or delete it themselves. #ContentChat